Who benefits from “pescatourism”? Small fishermen in the midst of industrial mutations of the Breton coasts

This article uses ethnographic materials to analyze the ins and outs of the development of pescatourism in Brittany, and its ambiguous relationship with small-scale fishing. First, we describe the socio-economic context that led to the emergence of this activity on the Breton coast, and its links with heritage tourism. We then show how small-scale fishermen become involved in the promotion of the very industry that accelerates the destruction of their fleet. Pescatourism in Brittany revolves around heritage related tensions and cultural identity strategies based on a political use of social images.